Small changes can make huge differences, positively and negatively, but nonprofits need to test the results to see what wins. Here is what they found:

Email appeal landing page. For this test, there were three possible variations for two test variables, the header and the button. The button differed on color, size and copy. The best performing creative lifted the conversion rate by 22 percent and raised $3,000 more than the base.

Email donation page with an A/B test. The hypothesis was that non-donors on the email file would respond to conservative gift strings. But the organization decided to test this theory out. The conservative gift string had a 15 percent better conversion rate but only raised 1 percent more money because the smaller suggested amounts reduced average gift size.